Thailand-
In recent years, Thailand has been a jewel in Southeast Asia’s tourism crown, drawing millions with its pristine beaches, vibrant culture, and world-renowned cuisine. However, a new contender has emerged to further elevate its appeal: the hit HBO series The White Lotus.
With its third season set in Thailand, the show has sparked a surge of interest in the country.
The White Lotus, known for its satirical take on wealth and privilege, has a knack for turning its filming locations into must-visit destinations. Season 1 put Hawaii’s Maui on the map for a new wave of travelers, while Season 2 transformed Sicily into a hotspot for luxury seekers. Now, with Season 3 filmed in Thailand—specifically in Bangkok, Phuket, and Koh Samui—the country’s stunning landscapes are taking center stage.
The show’s production leaned heavily on Thailand’s natural and architectural splendor. Crystal-clear waters, lush jungles, and golden temples provide a backdrop that’s as much a character as the dysfunctional guests at the fictional White Lotus resort. The show also features global superstar and Thai native Lisa, pictured, known for her time in Blackpink and her solo music career, in her first acting role.
One of the most immediate impacts of The White Lotus Season 3 has been a boom in luxury travel inquiries. The show’s depiction of an ultra-exclusive resort experience has travelers clamoring to book stays at Thailand’s top-tier properties. Resorts like the Four Seasons Koh Samui and Anantara Mai Khao Phuket Villas, rumored to have inspired the show’s aesthetic, have reported a spike in reservations since filming locations were announced. Travel agencies note that “White Lotus-inspired” packages—featuring private villas, spa treatments, and curated excursions—are selling out months in advance.
“Thailand has always been a luxury destination, but The White Lotus has amplified that image,” says Somsak Preechasilp, a Bangkok-based travel consultant. “People don’t just want to visit—they want to live the fantasy they see on screen.”
While the luxury angle dominates headlines, The White Lotus is also sparking interest in Thailand’s rich cultural tapestry. The show’s inclusion of Thai traditions—think Buddhist blessings, local cuisine, and even Muay Thai—has piqued curiosity among viewers who might have previously overlooked these elements in favor of beachside relaxation. Tour operators have responded by offering immersive experiences, such as cooking classes in Chiang Mai, temple tours in Ayutthaya, and visits to floating markets.
This cultural boost is a welcome development for Thailand’s tourism board, which has been working to diversify the country’s appeal beyond its sun-and-sand reputation. “The show is a gateway,” says Naree Chaiyasoot, a spokesperson for the Tourism Authority of Thailand. “It draws people in with glamour, but once they’re here, they discover the depth of our heritage.”
The White Lotus effect isn’t just a boon for high-end resorts—local economies are reaping benefits too. Filming brought hundreds of jobs to Thai crew members, from set designers to caterers, while the influx of tourists is boosting small businesses like restaurants, tour guides, and artisanal shops. In Phuket, for example, vendors report increased sales of handmade goods as visitors seek authentic souvenirs to complement their “White Lotus” adventure.
However, this surge isn’t without challenges. Popular filming sites risk overcrowding, and some locals worry about the strain on infrastructure and natural resources. Thai authorities are already planning measures to balance tourism growth with sustainability, ensuring that the White Lotus bump doesn’t come at the expense of the country’s ecosystems or communities.
As The White Lotus Season 3 continues to captivate audiences, its influence on Thai tourism shows no signs of slowing. Google Trends data reveals a sharp uptick in searches for “Thailand travel” and “Koh Samui hotels” while social media is abuzz with fans plotting their own White Lotus-inspired getaways.
